• Korean Journal of Human Ecology
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• v.20 no.4
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• pp.849-860
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• 2011

This study explores a structural model to examine the relationship between web browsing motivation, retail strategy and purchase conversion for apparel on shopping websites. A self-administered questionnaire based on existing scales includes web browsing motivation, retail strategy, and purchase conversion intention of apparel on the shopping websites. A total of 499 usable questionnaires were obtained from consumers aging 20 to 49 who reside in metropolitan cities in Korea. For data analysis, descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation models were used via SPSS 12.0 and LISREL 8.8. Findings concluded that web browsing motivations consisted of three factors: hedonic, informational, and recreational browsing for apparel. Hedonic browsing had a negative effect on purchase conversion intention, whereas informational browsing had a positive effect on the purchase conversion intention for apparel on shopping sites. Retail strategies on the website were classified into service, merchandise assortment, and price & promotion; the three elements of retail strategies mediated the relationship between web browsing motivations and purchase conversion intention for apparel. Specially, merchandise assortment had significantly direct effect on the purchase conversion intention of apparel on shopping websites. Managerial implications were discussed for fashion marketers to develop retail strategies and web content in order to convert web browsers or visitors into purchasers.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.6
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• pp.772-785
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• 2013

This study investigated the effects of fashion consumer's browsing motives and risk perception on impulse buying and purchase intention in social commerce. The online survey results of 317 customers who experienced using fashion products via social commerce were used for the final analysis. Exploratory factor analysis, reliability analysis, and frequency analysis were conducted using SPSS 18.0, and confirmatory factor analysis and path analysis were performed with AMOS 18.0. Three browsing motives (hedonic motive, rational motive, and informational motive) and three risk perceptions (products-related risk, customer service risk, and opportunity loss risk) were identified. The results from the structure equation model were as follows. 1) It was deducted that the browsing motive did not have a significant effect on risk perception due to the rejection of most of the hypotheses in regards to the browsing motive influence on risk perception. 2) Product-related risk and customer service risk had a significantly negative effect on purchase intention. Opportunity loss risk had significantly positive effect on impulse buying and purchase intention. 3) Hedonic browsing motive had a significant effect on impulse buying, and rational motive had a significant effect on impulse buying and purchase intention. The informational browsing motive had a significant effect only on purchase intention.

• Korean Journal of Human Ecology
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• v.21 no.6
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• pp.1173-1184
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• 2012

This study estimates a structural model to examine the causal relationships among web browsing, switching cost, and site retention in the context of apparel shopping website. A total of 499 usable questionnaires were obtained from consumers aged from 20 to 49 years. For data analysis, exploratory factor analysis, confirmatory factor analysis and structural model were used. The result showed that consumer's perceived switching costs consisted of three factors: relationship cost, search cost and benefit loss cost. In estimated structural model, the relationship cost was influenced by leisure browsing; the search cost was influenced by informational browsing and leisure browsing; the benefit loss cost was influenced by leisure browsing. Especially, the leisure browsing was the most highly related to the benefit loss cost, and followed by relationship cost and search cost. However, hedonic browsing was not significantly related the factors of switching costs. The search costs significantly affected customer's intentions for site retention. A managerial implication was discussed for e-retailers in order to develop strategic switching costs in building long-term relationships with web browsers on the apparel shopping websites.

• 한국HCI학회:학술대회논문집
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• 2007.02a
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• pp.16-24
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• 2007

모바일 폰은 최근 관심의 대상이 되고 있는 사용자 제작 컨텐츠 (User-Created Content: UCC)의 생산과 공유를 위한 중요한 수단이다. 또한 HSDPA나 4G와 같은 차세대 이동통신 기술은Flickr나 YouTube 등의 웹 사이트에서 제공되고 있는 UCC 서비스가 모바일 폰을 통해서도 더욱 활발히 이용될 수 있는 가능성을 제시하고 있다. 그러나 모바일 폰이 가지고 있는 작은 화면 크기와 불편한 입력 장치라는 기본적인 한계는 모바일 UCC 서비스의 성공에 큰 장애 요인으로 작용할 수 있다. 따라서 본 연구는 정보 구조 (Information Structure) 및 정보 시각화 (Information Visualization)와 관련된 기존 이론 및 연구들을 기반으로 4가지 다른 모바일 폰 인터페이스들을 개발하고, 사용자들의 모바일 폰을 통한 탐색적 UCC 서비스 사용을 지원하는데 어떠한 인터페이스가 더 적합한지 실험 방법론을 통해 검증하는 것을 기본 목적으로 한다. 본 연구를 위하여 개발된 인터페이스들은 컨텐츠 구조의 관점에서 폴더 기반 계층 구조 (Folder-Based Hierarchical Structure)이나 태그 기반 네트워크 구조 (Tag-Based Network Structure)를 가지고 있으며, 컨텐츠 시각화의 관점에서는 고정 버튼 (Fixed Buttons)이나 멀티 디스플레이 버튼 (Multi-Display Buttons)를 가지고 있다. 66명의 실험 참가자들을 대상으로 한 실험 결과, 사용자들은 탐험 지향적 탐색 과업 (Exploratory Browsing)에서 태그 기반 네트워크 구조 또는 멀티 디스플레이 버튼이 제공된 모바일 인터페이스에 대하여 상대적으로 더 높은 유용성, 즐거움, 만족도, 향후 사용의도 등을 나타내었다.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.21 no.3
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• pp.151-163
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• 2010

It is necessary, due to changes in the information environment, to investigate problems in existing information retrieval systems. Ontologies and social tagging, which are a relatively new means of information organization, enable exploratory discovery of information. These two connect a thought of a user with the thoughts of numerous other people on the Internet. With these connection chains through the interactions, users are foraging information actively and exploratively. Thus, the purpose of this study is, through qualitative research methods, to identify numerous discovery facilitators provided by ontologies and social tagging, and to create an exploratory discovery model based on them. The results show that there are three uppermost categories in which 5, 4 and 4 subcategories are enumerated respectively. The first category, 'Browsing and Monitoring,' has 5 sub categories: Noticing the Needs, Being Aware, Perceiving, Stopping, and Examining a Resource. The second category, Actively Participating, has 4 categories: Constructing Meaning, Social Bookmarking and Tagging, Sharing on Social Networking, Specifying the Original Needs. The third category, Actively Extends Thinking, also has 4 categories: Social Learning, Emerging Fortuitous Discovery, Creative Thinking, Enhancing Problem Solving Abilities. This model could contribute to the design of information systems, which enhance the ability of exploratory discovery.

• Korean Journal of Cognitive Science
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• v.19 no.4
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• pp.419-441
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• 2008

As the Web and digital libraries have become a commodity, they are used for a variety of purposes and tasks that may require a great deal of cognitive efforts. However, most search engines in the Web and digital libraries support users with only searching and browsing capabilities, leaving all the cognitive burdens of manipulating information objects to the users. We propose a two-level model for human-Web interactions, consisting of knowledge and information spaces, and a tool that provides knowledge space and inter-space operations in addition to searching and browsing at the information level. Knowledge space is an explication of user's conceptual view of the information objects being explored through interactions with the Web or a digital library. Topics are created and related with associations at the knowledge level and connected to information objects in information space. The tool implemented using the Topic Maps framework has been tested for efficacy as an aid to reducing cognitive burden under exploratory search task.